facebook_marketing_for_dummies

Chapter 5: Developing a Facebook Marketing Plan
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But unlike traditional media — print, TV, and radio — which can cost big
money, social networks’ upfront costs are very little. A blog or Facebook
Page costs nothing to start but the real cost is creating a steady stream of
rich content to fill up these new media channels which is where the costs can
get large.
We recommend dedicating up to 25 percent of your traditional media budget
to non-traditional media. This gives you a healthy budget to experiment with
for advertising, apps, contests, and creation of content to be successful in
social networks such as Facebook.
Hiring an online writer
To create a steady stream of rich content that attracts the right audience,
plan to have access to some additional, perhaps dedicated, writing resource
for all your social content needs.
Social writing is a unique skill because the writing needs to be conversational.
Headlines need to be provocative and entice the reader into wanting
to know more. Above all, body copy needs to have a colloquial tone without
a trace of sales or marketing speak.
We recommend hiring a separate writer for social network marketing content
unless you happen to be one yourself.
Most people tend to think they can use the same writing resource for
research papers, fact sheets, brochures, Web site copy, e-mail copy, and
social content. This is a dangerous practice. Having someone who truly
understands the medium can help tailor existing content, and writing new
content helps to that ensure you always put your best foot forward.
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